There is a lot of marketing clutter out there. The only way to get someone's attention is to appeal to him or her on an emotional level. My conceptual courses teaches students how to come up with a strategic "Compelling Emotional Truth" and how Art Direction can be used to clearly convey the message. This is not an "advertising" class but a thinking class, where students need to write as well as find visual solutions. Graphic design students gain new conceptual approaches and methods for effective problem solving.